This document discusses how social business intelligence can help businesses by providing insights into key performance areas like competitive analysis, business reputation, core capabilities, and customer expectations. It outlines how social data from various structured and unstructured sources can be analyzed to gain insights and knowledge to make better decisions and take actions. Specific metrics like share of voice, sentiment, perceptions, influence, brand value, channels, products, markets, and customer needs are discussed as ways to measure performance and cultivate long-term customer lifetime value through social media engagement. Resources for guides and case studies on topics like social leadership, marketing ROI, content strategy, and analytics are also listed.
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Social Business Intelligence helps your business run better
Competitive Analysis
Play to your strengths and competitors’ weaknesses
Increase sales margins and customer retention
Present the right content at the right journey stage to support buyers
Gain precision in spend on marketing, sales and service
Improve Business Reputation
Positive Brand value encourages positive buyer interaction
Advance Core Capabilities
Optimize product and service offerings, and their approach to markets
Meet Escalating Buyer Expectations
Stay relevant, targeted and positive
Learn from Experience
Spot trends, illustrate lessons, pivot nimbly with change
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Social Media’s Contribution
(a multi-year survey of over
500 G500 companies)
Source: usefulsocialmedia.com
Notable trends:
• Continued growth
• Untapped potential
• ROI disconnect
Upshot: some of us get it,
and some of us don’t
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Everyone’s ROI Measure: Customer Lifetime Value (CLV)
This universal key performance indicator can be measurably improved
by using Social Media to discover and cultivate:
Share of Voice
Sentiment
Perceptions
Channels
Products
Markets
Brand Value
Needs
Influence
How
audiences
behave
How
you
respond
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6. Ask: Who else besides us is driving conversation in our industry?
Is the conversation positive or negative?
What events or topics attract attention that we should amplify?
Which of our topics, products or brand features deserve attention?
Stock news,
Exec speaks,
Jobs
Q3 FY 2014
Financials
Share of Voice
FG500 MFR
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7. Share of Voice
Monthly
Ask: How successful are we at capturing
mindshare vs. our competitors on important topics?
FG500 MFR
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8. Share of Voice
Monthly
Ask: How successful are we at capturing
mindshare vs. our competitors on important topics?
Client example: swapping the
lead with benchmark rivals…
FG500 MFR
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9. Share of Voice
Ask: How successful are we at capturing
mindshare vs. our competitors?
…but nearly 10X
social engagement.
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●
10. Ask: What are people saying about our organization?
Is our own Brand Journalism * influencing audience sentiment?
How well do we mitigate crises? Are influencers helpful?
Sentiment
FG500 Client
10* Get our free Brand Journalism playbook on SlideShare.net
11. Ask: Who is talking about our markets, companies and brands?
How influential are they?
Do the prominent influencers support us, or our competitors?
Influence
mentions
Global MFG Client
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12. Influence
How can we measure
the effectiveness of
our outreach efforts?
Here is one method:
Short URL tracking.
Example:
Useful life of a post:
Linkedin 14 days
Facebook 36 hours
Twitter 24 hours+
link > shortlink
LinkedIn
Mobile apps (LI, TW, FB)
Twitter
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13. Ask: What do our target
customers think about us and
our competitors?
How much do people talk about
us or them?
What are the key topics and
dominant social channels?
Do different customer groups’
perceptions of us differ?
Are there advantages we should
be exploiting, or perceptions we
should be acting to change?
Perceptions
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14. Ask: What content engages our audiences most effectively?
Where can we invest, tune and re-purpose content to engage more
effectively, attract buyers, serve customers and shape perceptions?
Perceptions
Talent Acquisition
Media coverage
Product & Partners
Thought Leadership
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15. How strong is our voice
on our markets’ social
channels?
Where are competitors’
voices strong?
What product / service
campaigns are our
competitors running?
What is their brand
messaging?
How do they position
themselves? How do we
differentiate?
Brand Value
Client Example:
crushing it on Twitter
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17. Which social channels are used by our
customers and audiences?
Are geography, industry or other
characteristics worth noting?
Are there expressed or implied needs that
we can explore and perhaps fill?
How does our Engagement compare to
benchmark competitors?
What aspects of our organization can be
made more successful by engaging relevant
social audiences?
Product Development
Client Example:
crushing it on
LinkedIn
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18. Markets
Topical audiences:
How successful are we
at gaining traction with
our audiences? Who is
opting in and staying
engaged?
Are we getting expected
results from each
audience channel?
Where do we need to
invest resources for
better results?
Monthly Addressable Market
Monthly Reach by Channel
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21. DIY Guides, free at our Resources page or by request:
• Social Business Leadership
• Finding ROMI (Return on Marketing Investment)
• Just a few Email Marketing Best Practices (how we beat benchmarks)
• Brand Journalism on LinkedIn
• Landing Page Basics
• Analytics and Insights Case Studies
• Demand Generation Content Guide
• CRM Readiness Assessment
• Sales and Marketing Alignment - Thought Starters
…and more
This is
how we
do it
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Resources List
Brandwatch Salesforce.com
Buzzsumo SEMRush
CognitiveSEO SimilarWeb
Facebook Insights SocialCrawlytics
Google Analytics Tweepsmap
Hootsuite Twitonomy
HubSpot Twitter Analytics
LinkedIn Premium VerticalResponse
Microsoft Excel Vimeo
Moz.com YouTube
Radian6
23. Thank you!
Ed Alexander
Chief Digital Consultant
ed@fanfoundry.com
+1 (781) 492-7638 USA East
For more information, contact:
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